Havering Voluntary Sector Conference 2013 - Marketing Workshop
•Download as PPTX, PDF•
0 likes•787 views
Kevin Baughen of Bottom Line Ideas (www.bottomlineideas.com) led a workshop on 'Experiential Marketing
Recommended
Recommended
More Related Content
What's hot
What's hot (14)
Similar to Havering Voluntary Sector Conference 2013 - Marketing Workshop
Similar to Havering Voluntary Sector Conference 2013 - Marketing Workshop (20)
More from Havco Havering
More from Havco Havering (11)
Recently uploaded
Recently uploaded (20)
Havering Voluntary Sector Conference 2013 - Marketing Workshop
- 2. Today • An experiment... • What is experiential marketing? • How can we use it? • Getting your hands dirty • Pulling it all together • Things you can do from tomorrow
- 4. Experiential Marketing » Getting people personally involved with what you do / have to offer » Appeals to emotions » Very powerful with Social Media » Data capture is key » Track & Follow up!
- 6. Rule number 1 - THINK • Set out your objectives clearly: – What do you want to achieve? – Who is your target audience? • Plan your resources: – How much budget do you have? – What other resources do you have? • Be honest and realistic!
- 11. • Workshop time
- 12. What could you do? • Discuss in pairs or as a group • What could you do with these ideas for your organisation • Think about the resources and being realistic • 5 minutes • Share some ideas!
- 13. We need data...
- 16. Using technology
- 21. Wikitude
- 22. Layar
- 24. Teach me something... • Language • Recipes • Rules to a new game • Business knowledge • Health and leisure tips ... But make it relevant to your objectives!
- 25. • Workshop time
- 26. Teach your partner something new • Work in pairs • 5 minutes • Share some of the best learning... ...Need a willing volunteer
- 27. Pulling it all together • Set clear objectives • Generate ideas • Look at what other groups have done • Work out your resources and prioritise ideas • Integrate with your other marketing and communications activity • Track results • Review and plan for next time
- 28. 5 things you can do right now 1. Share your pictures and videos proactively 2. Record what happens at your current events 3. Play with some of these tools 4. Think about what you would like to ‘feel’ from working or engaging with your organisation 5. Hypnotise your colleagues to prove it works!
Editor's Notes
- This is a technique about appealing to and inspiring emotions in people which you can control and influence with the right activitySocial media has also made this much more powerful with visual tools enabling us to share our experiences online. Social media means that visitors don’t have to be there to have an experience, and that your video or game can spread far and wide if it’s good.BUT.... Still need to data capture AND track its effectiveness... Tracking effectiveness depends on what you are doing. You can count web visitors, click through rates, numbers signing up for newsletters, buying a product and so on. The key is getting people to give you their details so that you can follow up on the experience you have shared with them.
- It’s not all virtual though.... Brockham Bonfire – in Surrey One event hosted by the whole community who get together for weeks tocollect bonfire material and make the huge bonfire Pubs offer tasters of food (small cones of chips) and drinks (thimbles of mulled wine) to the crowd and use it to upsell their business.. Quality local butchers run hog-roast, giving samples to the crowd, but the hog itself is for the volunteers. The main point is the smell and sound that wafts about, all a big advert of the local butcher. Parade around the village encourages visitors to get involved Many people come back after the event to go to the pubs, buy meat at the butcher, attend the event again etc
- It’s all very well creating the experiences... But how can we use them to attract our audiences?
- OK sooooo.....Experiential marketingWhat do you see in this picture...? (Chicago food fair btw)More than just an advert for the food...Is it a bit cheeky and ‘naughty’?Does she look like she’s having a good time?Doesn’t that look extremely bad for you... And tasty?People think this is about events (like the picture)... But it’s more than that.It’s about giving people a sample of your offer using as many of their senses as possible and leveraging an emotional response...... Because emotional response drives action! They also make you stand out and make people remember you.The Holy Grail for marketers!
- Workshop time……In pairs or as a group from your organisation discuss what you could do with some of these ideas for your organisation.
- Why do we need data:RELATES TO OUR OBJECTIVES follow up contactsTo understand what worked and what didn’tTo improve things for next time...HOW...
- Using technology to engage audiences in democratic process or just engaging them in what you’re doing!
- Sharing with QR codes: free to create and share can be printed or shared digitally very addictive for users
- Or you can take it even further…..Augmented Reality (AR) is a real-time technology which works by overlaying detailed information on user surroundings, including graphics, audio, and more, as captured through smartphone cameras and other devices.Get the idea…?
- Something a bit more useful perhaps…Lets start to think what we could do with this, history trails, film and Tv locations, walk information, bird calls at specific points… its all possible. We can in fact bring the non-existent into existence…
- All sounds expensive huh?Answer is probably but here’s a couple of ways you can access AR cheaply (or even free!)
- Workshop time……In pairs or as a group from your organisation discuss what you could do with some of these ideas for your organisation.